Vladimir Davydov co-owner Complete

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Experts say that the emergence of its own DMP platform, unification and closer integration of other tools with each other and with external data sources is an important step for Google. The new service brings together tools for working with advertising (Audience Center, Attribution), analytics (Google Analytics, Data Studio) and content (Tag Manager, Optimize).

As for Lev Glazer’s statement regarding the prospects for Yandex’s decline in context, Vladimir Davydov, co-owner of Completo , is not sure that the product will have a fundamental impact on the market.

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"The thing is that the new package is a commercial product, not a free one. list of qatar cell phone numbers Google Analytics Premium (which will now be called Google Analytics 360) costs from $150,000 — it is unlikely that the entire package will be cheaper. Therefore, we should not expect a mass transition and changes in the near future. If in the future the entry threshold is sufficient for use by small and medium businesses, changes in the distribution of forces and the volume of advertising budgets are quite possible.</p>
<p>But now only a limited number of players will be able to use it. Yes, they have large budgets, but such changes are unlikely in the short term"</p>

Vladislav Flaks, the founder of OWOX, also believes that no major changes are expected after the release of the new service.

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Vladislav
Flax
Founder and CEO
OWOX
"Until Yandex integrates with DoubleClick Search, a Google service that automatically creates and updates ad text based on real-time analytics, this will not affect the context. Most likely, it will not be there for another year and a half."

The new Google service combines the capabilities of six of the company's products. Google Analytics 360 allows you to store all the customer data collected using the search engine. Atribution 360 helps analyze the effectiveness of advertising on various channels. Tag Manager 360 is needed to track tags. Google Data Studio 360 is a platform for data analysis. Google Optimize 360 ​​is a service for testing various solutions, and Google Audience Center 360 is a platform for data management.

Google's Director of Product Management Babak Pahlavan notes that Google Analytics 360 Suite will help marketers reorient themselves to work in a world where almost every user has multiple devices.